ViTrue CEO

ViTrue CEO says entrepreneurs need perseverance and timing
February 15, 2008
By Allan Maurer

ATLANTA—Reggie Bradford, CEO of ViTrue, which helps companies create video-centric social networks around brands, says that working with startups from WebMD to N2 Broadband and ViTrue, he’s learned that perseverance and timing are key virtues.

Bradford is one of many leading entrepreneurs, venture capitalists and business gurus participating in the Second Annual Southeast Venture Conference Feb. 27-28 at Tysons Corner, VA.

Bradford’s professional experience spans 16 years in the Internet, television and packaged goods industries. He was president and on the board at Tandberg Television, a 400-employee, $100 million revenue organization he led to a 40 percent annual growth rate. He also integrated two acquisitions there and led global repositioning of the brand.

He also served as president and CEO of N2 Broadband, which sells open-platform, on-demand entertainment solutions. The company grew from annual revenues of under $1 million to more than $35 million under his tenure. Television Week named him one of the “10 to Watch,” in 2005.

From 1998 to 2000, Bradford served as chief marketing officer at the legendary WebMD, which grew from 40 to 4,000 employees and raised $2 million in funding.

Much of his experience involved branding in one form or another and that remains a key element of what his current company, ViTrue does. Bradford founded the company in 2006 and it raised about $8 million in venture backing so far from General Catalyst, Comcast, Turner Broadcasting, and Ron Conway, an early investor in Google, Facebook and other successful tech startups.

Bradford, 40, now on his third startup, says, “I used to be the kid, but I’ve become a veteran.”

He’s learned more than a few useful lessons through the years, Bradford tells TechJournal South. “I learned the hard way not to get too excited about the wins or too down about the losses,” he says. “You’re going to have peaks and valleys in startups. I had many near-death experiences in others. You focus on the problem and typically things work out.”

Also, he says, “I try to have a nose for the football—what are the right opportunities over the next several years. You have to trust your instincts and go in the right direction even if you face a headwind from time to time.

“When you’re a pioneer, you get a lot of arrows in your back. So perseverance is helpful.”

Timing is also crucial, he notes. “You don’t want to get too aggressive, but you also don’t want underinvestment when you are ready to go. Timing is everything.”

Finally, he says, “One benefit of experience is the ability to pick the right team and the right talent and give them plenty of runway to do what they do best without micromanaging.”

ViTrue gives Bradford the opportunity to bring his specific skills to bear on the Web 2.0 world. “My background was mainly customer focused. I was a brand manager and chief marketing officer, and I have a passion for working with brands,” he says.

ViTrue creates online promotions for companies such as Pringles, Vicks and Chick-fil-a that get customers involved with their brands by having them do things such as create their own jingles. Chick fil a, in its first foray to celebrate its 40th anniversary, successfully sought their most rapid fan. “Some phenomenal videos were created,” says Bradford.

ViTrue tracks any use of the videos across the Web and makes sure uploaded videos are safe, don’t contain nudity or other aspects that would damage the brand. The contests generally include generous prizes to the winner—40 months of free Chick-fil-a for instance.

“What we’re finding,” says Bradford, “is an almost unlimited number of companies and brands are interested in having a consumer base participating with a brand. Everyone wants feedback and to build their brands through word of mouth. It’s a great way to find your most loyal advocates and let them talk about the brand’s impact on them.”

The next step in developing brands that way, Bradford says, is to keep things in front of consumers constantly, keep giving them reasons to come back to a company Web site.

The content might also be distributed through widgets and integrated through numerous social networking sites such as My Space and Facebook and so on, “building an audience virally.”

On the Web: www.vitrue.com